Electrification to underpin the Genesis brand strategy

GENESIS Motors Australia (GMAu) is expected to launch three electrified vehicles here in 2022, with a production version of its ‘X Concept’ – a flagship electric coupe – to follow later.

Joining the Electrified G80 sedan will likely be an electric version of the GV70 SUV and an as-yet unnamed Genesis EV – we expect it to be dubbed the GV60.

There is speculation that this bespoke EV, already spied testing and wearing heavy camouflage, will be a smaller SUV crossover based on the E-GMP platform that debuted beneath the Ioniq 5 and Kia’s upcoming EV6.

Speaking to GoAuto at the local launch of the refreshed G70 sedan, GMAu country manager Connal Yan said the brand could “already start ordering the Electrified G80” but wants to “strategically wait for other electrified models” given they all form an encompassing “statement to the market”.

“After the GV70, the next biggest thing for the brand, a very important market for us, is to launch the EV product, so we therefore deliberately position them together so we can create a loud noise with not just one but three products,” he said.

“We have quite a strong range of EV products coming.”

This is expected to include the Porsche Taycan-esque ‘X Concept’ – unveiled at a VIP event in Los Angeles in April – which is an all-electric coupe looming as a statement piece for the entire Genesis brand.

“It’s a two-plus-two coupe concept,” Mr Yan said.

He added that in past experiences, most of the brand’s “existing mass-production cars are not that far away from the concept look”, giving a strong indication that when it does reach production, this dramatically styled EV coupe will have impact both in terms of styling and as a technological showcase.

Given the recently facelifted G70 sedan, new G70 Shooting Brake (here third quarter) and all-new GV70 SUV (next month) all share the same platform, expect the expansion of electrification for Genesis to also include both G70 variants, joining their Electrified GV70 sibling.

As for how Genesis sees the positioning of its forthcoming Electrified and EV models, Mr Yan said does not “think performance is the main selling point” for the brand’s EVs, but rather “the whole experience; the environmentally related topics, as well as the refinement and the quietness”.

“Our aim is to be a leading lux EV brand highlighting advanced product technology, convenient charging infrastructure and top-class customer purchase and ownership experience via omni-channel and bespoke customer offers.”

“The technologically advanced battery-charging time and range, instead of just focusing on performance. It’s more an all-round approach.”

Genesis has seen a sizeable increase in its sales so far this year ending May, largely due to the success of its GV80 large SUV. 

At this point last year the brand had shifted 42 vehicles nationally whereas this year the tally is up to 173 units, marking a year-on-year improvement of 311.9 per cent.